PrioritY®: Russian brand of children’s licensed dishware originating from movie industry

PrioritY® is a company producing glass, porcelain and ceramic dishware under licenses. The company will present its new products at Mir Detstva this year. The visitors can see the products in Pavilion No.2, Hall 1, Stand 21C30.

PrioritY®: Russian brand of children’s licensed dishware originating from movie industry
PrioritY®: Russian brand of children’s licensed dishware originating from movie industry

Everyone who has ever worked in the movie knows: you must break the plate for luck on the first day of shooting. Therefore, before starting to manufacture dishware, Rodion Pavlyuchik, a producer, had broken a lot of it. The PRIOR Group that he created was a leading DVD producer in Russia for many years, and its PRIOR Production Division is still releasing 10-12 films and TV series a year.

In 2012, the company turned to its long-time partner, Soyuzmultfilm Studio, and manufactured and launched the sales of dishware sets with images of Kitten Gav, Winnie the Pooh, Cheburashka and Karlsson, and there it all started!

Soon, the PrioritY® trademark was registered, and the Soyuzmultfilm dishware collection was replenished with eight popular characters. This became the basis of the brand’s licensed product portfolio. Over time, the product range was added with Luntik and The Three Bogatyrya from Melnitsa agency, with The Three Cats from STS Media, with The Enchantimals from Mattel, with Once Upon a Time There Lived Tsarevna from X-Meda Digital, with a package of 16 licenses from Disney Studio (including super hits such as The Spider Man, The Avengers, The Frozen), with The Fixics from the Airplane studio, and with Am-yum from Zeptolab. In 2019, they were supplemented by Malyshariki from Marmalade Media, a joint project of Melnitsa and STS Media, by Tsarevny, Leo and Tig, Derevyashki, Mi-mi-bears, and Mult from 0+ Studio, by The Paw Patrol by Nikelodeon, and The 44 Kittens, a new project from Rainbow!

PrioritY® dishware is made of glass, porcelain and ceramics at the leading factories in Russia, Belarus, and China. For each new collection, the brand’s designers create convenient and beautiful packaging, adding game elements to it: coloring books, figures for cutting, and puzzles.

The company catalogue presents dishware not only for children. The painters of the brand are developing original gift cups and tea sets made of fine bone china. In September, at the company's stand, you can also see their exclusive products – PrioritY® licensed sunglasses.